Tuesday, June 26th, 2018

Motto or Tagline

Not that the story need be long, but it will take a long while to make it short.
– Henry David Thoreau

Most firms have them. Many firms have them prominently displayed on their website. I am referring to the firm motto or tagline. Most are rather boring. They are things like the following:

  • A Century Strong
  • Improving the lives of our staff, clients and community with innovation, trust and integrity.
  • Collaborative Approach.Practical Advice
  • Go Beyond
  • Serving clients since 1931
  • Strategy Meets Challenges
  • Helping You Meet Your Financial Goals
  • Experience, Financial Clarity and Confidence
  • Uncommon Expertise, Incomparable Service

Read more here. 

Some firms tout their longevity, some their client service and some have just copied something another firm has used. I remember hearing a very prominent managing partner from a very prominent and forward-thinking firm do a presentation on developing core values for his firm. We, the audience, were all very impressed with the list of six or so values and the meaning behind each one. Privately, in a later conversation, I asked him, “How did you come up with the values and meaningful descriptions?” He replied, “Oh, I just found them on the internet.”

Mottos and taglines are also used internally to motivate your entire staff. Maybe you need a different kind of motto for internal use, something that will actually motivate staff, something not so stiff, formal and vague. Here’s a motto, intended as a family motto, that I recently read in a magazine. I love it and think it would be a great motto for your CPA team:

Be kind. Have fun. Work hard. Learn a lot.

Whatever your motto – to make it relevant and truly alive inside your firm you must use it repetitively. Make posters and display them around the office. Engrave it on a paperweight for each person’s desk. Put it on t-shirts and give them out at the firm summer picnic.

My continuing message to all of you: Be kind. Have fun. Work hard. Learn a lot.

  • "My motto is: Contented with little, yet wishing for more."
  • Charles Lamb

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